Media sales groups CoxReps and Gamut are being combined into one company focused on selling local advertising across broadcast and streaming, named Locality.
Both groups were acquired in August 2022 from Cox MediaGroup by One Equity Partners, a private equity firm based in New York City. Gamut sells streaming media across U.S. DMAs, and CoxReps sells local broadcast on a national scale. Together, they have 11 locations in the U.S.
“We are uniting technology and people from the best local TV partners in both broadcast and streaming, and investing in the companies,” to address advertisers’ needs in an increasingly fragmented TV environment, including opportunities for brands to localize their messages, said Mark Rosenthal, executive chairman of the newly combined companies.
Ann Hailer, president of CoxReps, is now president of broadcast for Locality, and Keith Kazerman, president of Gamut, is now president of streaming for the new company. Both executives will continue to report to Rosenthal.